When We Enhance Our Services, We Enhance the Student ...

NACAS SOUTH ANNUAL CONFERENCE April 22, 2018 SOUTHEASTERN LOUISIANA UNIVERSITY

When We Enhance Our Services,

We Enhance the Student Experience

• Robin A. Parker, Director, Marketing and Strategic Initiatives for Auxiliary Services, Southeastern Louisiana University

• Cally Berner, Director, Event and Conference Services, Southeastern Louisiana University

Presenters

“In general, if you offer students a way to improve

quality of life either by making things more

convenient or by offering more choices, their

satisfaction will trend ever upwards – and that

always comes back around in a positive way.”

-- Johann

Leitner

DEFINITION: The student experience encompasses many aspects of academic and intellectual development; social and emotional life; and the growth and refinement of cultural, political, athletic and artistic interests.

The ‘Student Experience’ Defined

It encompasses everything about the student’s interaction with a university, including the application, academic, campus life, and graduate experiences.

The Impact By Auxiliary Services

GOAL

Contribute to the educational mission of the University

Quality food

Quality products

Quality services

To enhance the student experience

Enhancement Based on Feedback

Focus Groups Online Surveys

Secret Shoppers

Online Feedback Forms

Text Feedback

Informal Discussions

Direct Inquiries

Paper Surveys

Research Panels

Web Polls

Social Media

Practical Examples: Enhancements in Dining Services

NEW LOCATIONS

Feedback Sources

Focus Groups Online Surveys

Subway Cafe Pizza Hut North Campus

Market

Practical Examples: Enhancements in Dining Services

NEW PRODUCTS

Feedback Sources

Focus Groups Online Surveys

ICEE Expanded Healthy

Options Self-serve Hot

Beverages

Direct Inquiries

Practical Examples: Enhancements in Dining Services

NEW SERVICE

Feedback Sources

Focus Groups Online Surveys

Tapingo

Text Feedback

Online Surveys

Practical Examples: Enhancements in University Housing

NEW PRODUCTS

Feedback Sources

Self Roommate Matching/Room

Selection

International Student Laundry Initiative

Parent List-serve

Direct Inquiries

Practical Examples: Enhancements in Campus Card Operations

NEW PRODUCTS

Feedback Sources

Online Surveys

Off Campus Card Program

GET Conversion

Focus Groups

Practical Examples: Enhancements in Event and Conference Services

NEW PRODUCTS/SERVICES

Feedback Sources

Online Surveys

Facility Expansion Event Investments

Inquiries/Discussions

Facility Improvements

Social Media

Practical Examples: Enhancements in Event and Conference Services

● Student Union ● University Center

Practical Examples: Enhancements in Event and Conference Services

Student Union • Funding from enrollment fees, rentals • Heart of campus=convenience for students • Updated facilities • Adequate event space

Facility Expansion

Practical Examples: Enhancements in Event and Conference Services

• Doubled facility square footage from 90,000-180,000 • Expanded ballroom, meeting and common spaces for

students to gather • New restaurant and dining options • One-stop for support areas

Facility Expansion

Practical Examples: Enhancements in the Student Union

Central location for:

● University Bookstore ● Admissions Satellite Office ● SGA/Student Engagement ● Campus Activities Board ● Health Center ● Counseling Center ● Student Excellence (Advising)

Facility Expansion

Practical Examples: Enhancements in the Student Union

Facility Expansion

Practical Examples: Enhancements in Event and Conference Services

University Center • Older facility • Costly to operate • Lacks funding from enrollment fees • Packed Calendar - Athletics/Graduations/Camps

Practical Examples: Enhancements in Event and Conference Services

Similar Challenges: • Custodial and maintenance • Renting/selling space around campus calendar • Executing the Customer’s Vision • Following a consistent checklist before events • Competing for rentals with Baton Rouge and New Orleans

• Parking

Practical Examples: Enhancements in Event and Conference Services

“Rome Wasn’t Built in a Day, But They Were Laying Bricks

Every Hour” -James Clear

Facility Improvements

Tony Fadell - “Habituation”

Practical Examples: Enhancements in Event and Conference Services

University Center Arena

● Poor sound ● Old lighting

Meeting Rooms

● “Dated” furniture and old restrooms ● Wood paneling on walls ● Carpet

Facility Improvements

Practical Examples: Enhancements in Event and Conference Services

Practical Examples: Enhancements in Event and Conference Services

Practical Examples: Enhancements in Event and Conference Services

Practical Examples: Enhancements in Event and Conference Services

Facility Improvements

Practical Examples: Enhancements in Events and Conference Services

Facility Improvements

Practical Examples: Enhancements in Event and Conference Services

Facility Improvements

Practical Examples: Enhancements in the Student Union

Challenges: • Communication with event planners • Executing the customer’s vision • Customizing space for events

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Challenges: • Communication with event planners • Executing the customer’s vision • Customizing space for events

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in Event & Conference Services

Event Investments

Practical Examples: Enhancements in Event and Conference Services

• Easy to Use

• Web Based

• Encourages Collaboration

• Scale Model of Facilities

Event Investments

Practical Examples: Enhancements in Event & Conference Services

Event Investments

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Challenges: • Communication with event

planners • Executing the customer’s vision • Customizing space for events

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Event Investments

Practical Examples: Enhancements in the Student Union

Questions and Answers

Summary

● Your students are brand ambassadors and have an impact on recruitment and retention

● The student experience encompasses the totality of the student’s interactions with your campus

● Be prepared to act upon data and let students know how they are helping to shape the campus into a more student focused campus designed to enhance their experiences

Robin Parker Director, Marketing & Strategic Initiatives Auxiliary Services Southeastern Louisiana University rparker@southeastern.edu

Cally Berner Director, Event & Conference Services Southeastern Louisiana University cberner@southeastern.edu